Pega Launches AI Customer Engagement Studio

Pega has launched a new Customer Engagement Studio designed to transform marketing operations with agentic AI. This new workspace aims to take marketers from a brief to a live, personalized campaign in minutes, without sacrificing control. The studio is an agentic user experience for Pega Customer Decision Hub, which is an AI decisioning platform. It integrates Pega and third-party agents into one intuitive workspace. This development addresses the need for a constantly expanding library of marketing actions to power personalized customer experiences. While AI agents can help, operating them in silos can increase risk and create disjointed experiences. Gartner predicts that 60% of brands will use agentic AI for one-to-one interactions by 2028. However, over 40% of these projects might be canceled due to costs, unclear outcomes, or inadequate risk controls. This highlights the importance of strategic and safe orchestration of AI agents. The Customer Engagement Studio unifies agents across various marketing functions, helping teams rapidly generate content and refine strategies in real time. It also includes human oversight to validate every output before it reaches a customer. This innovation matters because it promises to deliver greater scale and relevance in marketing, offer continuous improvement by surfacing performance gaps, and enable faster speed to market.